Underthinking Manliness

So I have started to notice these strange ads coming out of America, regarding the manliness of his drink choice. Which we have all done before, there are just certain drinks that a man shouldn't drink unless he is on his stag do and it is some sort of humiliation.

If you are drinking a cosmopolitan, you better be wearing a ball and chain and have an inflatable sheep strapped to you.

 That is fine, especially since the topic of these ads are light beer, which is like real beer but with less calories. And what is more unmanly then counting calories.

Light beer here. My tushie is getting too big.

But apparently after watching the ad (below) that wasn't what they were getting at....

Apparently it is unmanly NOT to drink light beer, say what?! This is would be a pretty good ad apart from the conclusion they are making.
So a real man will choose his drink based on the calorie content of it? This doesn't seem right. What's the calorie content of your favourite beer legendary All Black Colin Meads?

"The Flaming WHAT?! content?, what are you talking 'bout you mongrel"

Exactly I thought as much, in fact outside of America how many beers market themselves on calorie content. In NZ, light beer is beer with a lower alcohol content. Not less calories, in fact does anyone know, do we have low calorie beer in this country?

This is low-carb, which quite different if scienticians are to be believed.

I think maybe if they had targeted this ad, to suggest that not drinking light beer was 2nd most unhealthy decision today it would have made more sense since watching your calorie intake is more to do with your health than you manliness.

In case you were wondering the most unhealthy thing was the breakfast he chose.

I guess everyone has differences of opinion of what makes a man a man from wrestling bears for entertainment, to just being a good father.

"So, how was school?"

But I am pretty sure on anyone's list from Staff Sgt. Max Fightmaster (it's a real name, see!) to the most feminist of feminists, no one would suggest that drinking a low calorie beer made you manly.

OK, maybe the advertising company responsible for the ad, but no one else's list.

What frightens me even more is that it wasn't just one advertising agency that took low calories to mean more manly.

Oh gawd, it's spreading...